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>E The Impact of Online Scandals on Brand Perception and Market Value: The Case of Amazon's Tax Avoidance Controversy UNIVERSITY OF CALGAR Table of Contents Brand Perception, Market Value, and Amazon Scandal @ Objectives & Guiding Questions 4 Data Overview & Analysis Roadmap @) Results & Visualizations a Interesting Findings (B) Recommendations Brand Perception and Its Impact on Market Value Brand perception refers to how consumers interpret and emotionally respond to a company's identity, communication, and behavior. For example, Apple is seen as innovative and premium, which creates strong emotional connections with its customers. Positive brand perception helps brands charge higher prices and keep more customers. Consequently, it increases a company's market value. Online Scandals and Consumer Behavior stevens Scandals occur when brands face negative attention online, often due to ethical missteps or controversial actions. These events can strongly impact consumer behavior. Reactions may include brand avoidance (choosing competitors instead), negative word-of-mouth (sharing unfavorable opinions about the brand), or boycotts. Such reactions damage the brand's reputation and reduce customer engagement. oe Case Study: uMvERETY Amazon's Tax Avoidance Controversy Amazon is a global technology leader, primarily operating In ecommerce and cloud services. Its business model relies heavily on online presence. $11.2 Billion in profits 0 Tax In 2018, Amazon reported $11.2? billion in U.S. profitsyet paid zero dollars in federal income tax. This controversy fenerated a heated debate on social media and news platforms, with public opinion sharply divided. Objectives wy \"ANALYZE THE IMPACT OF ONLINE SCANDALS ON BRAND PERCEPTION AND MARKET VALUE\" in the case of Amazon's 2018 tax controversy. Identify temporal trends in online searches related to Amazon and taxes, as well as Amazon's stock prices. Explore the correlation between public online interest in Amazon and its commercial value. Assess how search engine trends influence Amazon's commercial value. Analyz the general tone, sentiment polarity, and thematic focus of viewer comments related to Amazon's tax scandal in order to assess public opinion trends. Investigate how different categories of comments and their thematic interconnections influence consumer attitudes and shape Amazon's brand perception. e Guiding Questions avers Exploratory Data Analysis 1.1 Q: What were the search patterns on Google related to Amazon and taxes? 1.2 Q: How did Amazon's stock price evolve before, during, and after the scandal? Op. Statistical Data Analysis 2.1 QO: Is there a correlation between online interest and Amazon's commercial value? 50 7 Machine Learning Analysis 3.1 0: Can trends in search engines impact Amazon's stock price? WW Sentimental Analysis 5.1 Q: To what extent do specific categories of comments and their interconnections influence consumer attitudes and perceptions toward Amazon's brand? 5.1 0: To what extent do specific categories of comments and their interconnections influence consumer attitudes and perceptions toward Amazon's brand? Datasets UNIVERSITY O CALGARY GOOGLE GOOGLE TREND DATA FINANCE DATA D YOUTUBE DATA . Google Trends, Google Finance, . 263 weekly observations across . 1,500 user comments and YouTube nine variables . User comments extracted using . Data filtered to cover 2015 to 2020, . Ethical standards and data Instant Data Scraper tool capturing patterns before and privacy regulations ensured . Ethical and legal considerations after Amazon's 2018 tax scandal . Financial indicators like stock excluded first two columns . Weekly granularity selected for prices provide evidence of tracing changes in public interest market sentiment and investor and market activity confidence